Si 11

Director, Sponsorship VELO Traditional

British American Tobacco

Winston Salem, NC

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Job Description

Posted On: February 18, 2020

As Director, you will collaborate with heads of functions across the organization, as well as agency partners to re-think our Consumer Sponsorship & Partnership vision and strategy, impacting the overall design and implementation of a new and improved marketing model, with richer and deeper consumer connections. You will also work closely with our Director of for VUSE Sponsorship & Partnerships helping to integrate and further, consumer experiences right across our portfolio.

As a true champion of the consumer, you will look to outside of category inspiration, as well as our internal global resources to help challenge the status quo, especially around the use of digitally enabled activation touchpoints. You will create insight driven, audience first Sponsorship & Partnership programs that drive towards seamless journeys with our consumer targets. You will build strong SLAs & KPIs both internally and through third party agents, increasing our overall brand health against key indicators.

This is a pivotal role within the organization and an opportunity to strategically transform, drive and own every aspect of how our consumers experience our brands.


  • Develop the strategic vision for the role that sponsorships and partnerships play in the US for the VELO Modern Oral & our TRADITIONAL cigarette brands.
  • Collaborate with global team and evaluate ongoing international partnerships and sponsorships to determine fit for purpose in the US.
  • Employ formal and informal consumer research to discover consumer motivations / behavior that provide insight for strategic pathway.
  • Identify and establish relevant partner/sponsor relationships that align with the VELO / TRADITIONAL cigarette brand positionings, add value to the consumer experience, enhance cultural capital, and build long term brand equity.
  • Lead the vetting and procurement of such partners with internal stakeholders (LEX and Procurement).
  • Develop and execute the sponsorship/partnership strategic programming and activation plans and expedite learnings within a global organization.
  • Create and deliver partnership guidelines and creative assets that align with brand positioning for brand activations.
  • Secure proper funding while employing diligent fiscal management to ensure maximum ROI.
  • Navigate regulatory environment for additional partnership collateral that may present new opportunities in particular for our VELO modern oral brand.
  • Provide analysis of partnership impact to brand equity and business performance through development of KPI platform.

    Required Skills


  • Bachelor’s degree required; Master’s degree preferred.


  • 5-10+ years marketing experience required in a fast paced, consumer goods industry.
  • Sponsorship or strategic partnership experience required (top CPG company an asset).
  • Demonstrated track record of success.

    Special Skills/Attributes:

  • You love a fast-paced environment and have a passion to push beyond, challenging status quo.
  • You have a superior understanding of brand and consumer values.
  • You have a curious nature and ability to translate consumer attitudes and behaviors into hypothesis and strong business opportunities.
  • You make a great thought partner with the cross-functional teams.
  • You are an excellent storyteller and communicator.
  • You have Strong analytic capability and planning skills. Adapt to managing process and discipline through the organization, but willing to drive pace & urgency to deliver.
  • You exude a can-do attitude, enthusiasm, problem solver and design thinker.
  • You are Insight driven and inspire others.
  • You have a proven track record of setting consumer experience vision and innovation.
  • You have digital marketing experience and proficiency.
  • You enjoy developing and nurturing talent, creating high performing team.
  • You are a flexible and reliable team player who acts in the best interest of the department and company as a whole.